Focus on building communities
Adam Mosseri (Head of Instagram) anticipates a shift in 2023 to simplify Instagram, to help bring people together on the platform around what they love to help discover and spark conversation. Instagram has seen a significant shift with users moving from the feed to Instagram stories and Direct Messages- particularly with the Gen Z audience. With the increase in data speed and accessibility, the shift to video content on the app continues, and Mosseri doesn't anticipate video popularity going away anytime soon.

That's Mosseri's vision for 2023, so how do creators play a part in this when it comes to brand marketing?

Build The Right Creator Relationships

Creators can help provide original/authentic and creative content for brands. However, the Meta experts emphasised the importance of brands choosing the right creator, ensuring synergy between the two. When a partnership between a brand and a creator is successful, the content can be impactful and resonate with the audience in a way traditional marketing can't achieve.

Don't be afraid to experiment

Brands need to have a clear direction about what they want to achieve with their presence on Instagram and then experiment with different content types and ways of working to achieve these results. This experimentation will allow the brand to determine what's going to work for the brand and in turn, work for the audience. Adam Mosseri emphasised the need for creativity on the app and spoke about how creators can help this happen. Mosseri also explained how Instagram is currently seeing a power shift with audiences becoming much more interested in the individual's opinion- rather than a business's opinion, a play to personal branding for sure. 

What are your plans on Meta this year, are you changing content focus, planning to use creators or keen to explore personal branding we'd love to hear!